Stereotypes of sexuality

Stereotypes of sexuality from priyaroadh

Rewrite of digital technologies essay

Evaluate the role of digital technologies in the marketing and consumption of products (your films) in the area you have studied.

In this essay I will be evaluating the role of digital technologies in the marketing and consumption of products, which are Jurassic world and Kingsman: the secret service.

Digital technologies have a significant role in the marketing and consumption of film media products such as Jurassic world and Kingsman: the secret service as it appears to the target audience of that product and creates awareness for the product. Jurassic world had a number of teaser trailers and showings of the official trailers, which were more prominent than Kingsman: the secret service as Jurassic world had a box office of $1.67billion whereas Kingsman: the secret service had a box office of $414.4million. This is due to the fact that Kingsman: the secret service did not have that many showings of their trailer.

Also, Jurassic world had more publicity as they were featured in newspapers and on the news as Jurassic world is the sequel to Jurassic park, which was made after 20 years. This created a big hype for audiences to see the film. Also, after the film was distributed, Jurassic world was made into a video game product, which was Lego Jurassic world and then later made into another game for androids called ‘Jurassic world: the game.’ This is known as synergy, which allows both media products to combine and get recognition. Digital technology plays an important role as many people use them in this day of age as technology is becoming more advanced in which Jurassic world uses cross media convergence to promote the film by creating an interactive website, which can be viewed on many devices such as mobile phones, iPads, laptops and so on. Furthermore, another way that digital technology has impacted on marketing and consumption is through TV as Jurassic world has made TV appearances such as the premiere of the film, which is a form of publicised advertising; free form of advertising in which these appearances usually air on music channels as they know that the target audience of the film would normally watch music channels. Also, Jurassic world has been featured on empire magazine, which can be viewed on the internet on many devices due to digital technology. This allows both the film and the magazine to get recognition. The trailers were aired many times compared to Kingsman: the secret service, however, director Colin Treverrow felt that the trailers were revealing too much of the film. Also, the fact that the trailer was leaked before the actual viewing emphasises how digital technology has played a negative impact on the film industry. This could have a negative effect on the audience as some people may not like to see too much reveal of the film in a trailer. Jurassic World was released on DVD, Blu-ray, and Blu-ray 3D on October 20, 2015. 

Kingsman: the secret service has embraced digital technology as they have also used cross media convergence to create their own interactive website, which can be viewed on multiple devices. However, Kingsman: the secret service did not do as well as they had fewer showings of teaser trailers and their official trailer compared to Jurassic world, which in turn gave Kingsman: the secret service a lower box office. Kingsman: the secret service has made TV appearance based on their premiere, which featured interviews with the actors. This is a form of free advertising, known as publicised advertising. Kingsman: the secret service have been featured in various magazines, which are not well known compared to Jurassic world as they were featured in Empire as they are a Hollywood blockbuster whereas Kingsman: the secret service is an independent British film. The film was released on digital HD on 15 May 2015 and on Blu-ray Disc and DVD on 9 June. Kingsman: the secret service has not done much in the digital technology side of marketing compared to Jurassic world, but they have launched a clothing line based on the outfits they wore in the film in which it could be argued that the clothing line could be marketed using digital technology by them using cross media convergence to launch an interactive website based on purchasing the clothing line and the clothing line could be advertised on TV to get recognition. However, the advertisement for the DVD of Kingman: the secret service as it has been featured in Sky movies adverts to feature the films that can be purchased in Sky stores. Due to new technology, it has made piracy easier for people to get the film before the film is completed in the exhibition process. This is known as exchange. This costs the film inndustry millions as the sales have been taken by someone else. 

Overall, the use of digital technology has a huge impact in marketing and consumption for the film industry as this allows the film industry to communicate with the target audience of that film through many media products such as radio, TV and for magazines and Newspapers as they can also be viewed on the internet on many devices such as mobile phones, iPads and tablets. It is important for film companies to embrace digital technology as new technology is being introduced and becoming more advanced, which many users are using these days, which film companies need to use in order for them to communicate with the target audience of that film. Due to the fact that digital technology is becoming advanced, for consumption in digital technology trailers and films can be viewed in different ways such as applications for example ‘YouTube,’ which allows the user to watch a trailer and they can also purchase the film to watch, which can be viewed on many devices such as mobile phones, which are convenient when people are on the go as they can watch the trailer or film on the train on their way to work, especially now the fact that people do not have the time to go and purchase a DVD as they can be viewed on apps such as Netflix and Lovefilm, which allows the user to download or stream the film that they want to watch. However, the disadvantage of this can be that the film has not yet been through the exhibition process, which does not allow the film to be featured on these apps in which the audience may consider illegally watching the film, which is known as exchange. 

Regional identity and stereotypes

Regional identity:

Regional identity refers to the part of the UK in which someone is from. It could refer to the general area such as 'north' or 'south' or a country such as 'England' and 'Scotland' or towns such as 'London' or 'Manchester.'

The several regional stereotypes seen of TV are: 

Scottish

Welsh

Irish

English

London

Manchester/Newcastle/Liverpool

Essex

Yorkshire

Cornwall/Somerset

South England

North England

Stereotypes: 

Scottish-quite aggressive, shown being obsessed with money, Wears kilts and eats haggis. Loves drinking alcohol.

Welsh-Living in the middle of the countryside. Always with sheep.

Irish-Living in the countryside, religious, friendly at times, works in rural areas such as farms.

English-the two types: posh in which the speak prim and proper, wear suits and has a higher status whereas the other type is at the pub, middle/working class, racist and obsessed with football and beer. 

London-the two types: posh in which the speak prim and proper, wear suits and has a higher status and the other type is lower status, common, violent, criminal. 

Manchester/Newcastle/Liverpool-aggressive,violent. 

Essex-glamorous, but cheap, partying, being stupid. 

Yorkshire-rural countryside, old-fashioned. 

Cornwall/Somerset-shown as being 'backwards,' live in rural areas, works on farm. 

South England-center of culture, classy, modern, middle/higher class, jobs such as managers. 

North England-lower class, aggressive, less culture working class jobs such as builders. 

disability clip essay

In the beginning of the clip, the audience sees an ariel shot of a bedroom in which there is a divide between the bedroom of one side looking very childish and bright with colorful whereas the other side is quite dull and stereotypical of teenagers bedroom. There is the sound of the non-diegetic voice of the narrator in which there is a slight pan around the potential protagonist, establishing the fact that it is the narrator. There is a cut to a mid-shot of the protagonist's brother 'Ben' in which Ben is asleep, which cuts back to a mid-shot of the protagonist 'Dave.' There are pre-recorded clips shown; expressing the mental vision of Dave in which it seems as if he is describing his brother as a mistake. This is a representational issue of disability as this emphasises Ben as different.

The next shot is an establishing shot of flats in which it is accompanied by the non-diegetic sound of score in the background, which sounds quite comical as it lowers the seriousness of the disability of Ben. The audience then sees an establishing shot of the kitchen, which uses low key lighting to make the place look dull emphasisng that family life is not all that it seems, which cuts to a close up of Ben; revealing his disability. There are a range of back and forth mid-shots in which in a particular shot, reveals Dave's facial expression in which he looks at his brother in disgust. A range of mid-shots are cut back and forth to capture the diegetic sound of dialogue and facial expressions. There is a medium-wide shot as Dave goes to get cereal in which he comments on the fact that Ben has eaten all the cereal in which the parents do not care what he has to say. This emphasises that Ben gets treated more differently to Dave due to his disability. This is shown again as there is a slight tilt downwards as the mum kisses Ben's head in which Dave does not a least get a goodbye. There is a long shot of the dad as the diegetic sound of dialogue is exchanged between the characters, which cuts to a slight pan of the fork that Ben is using to eat off of his dad's plate, which emphasises that Ben is selfish and his parents allows him to do what he wants as he is treated specially. This is seen as stereotypical, which emphasises the representational issue of disability.

There is a cut to a bus stop, which is in low key lighting; emphasising that Dave finds his daily routine depressing in which there are scenes interpreted back and forth between the bus stop scene. Ben is found with toys that annoy Dave, which emphasises these binary opposites of being young and old. In one particular scene, there is a point of view shot as the shot is a target of the gun in which Dave wants to shoot his brother. Another scene, shows a low angle of Dave reaching to get a kite out of the tree, which is trapped. This is iconic as Kites represent freedom, which symbolises Dave's life as him being trapped. This cuts to a high angle of Ben looking smug with an ice cream; emphasisng his childlike behavior. The next scene is a side view in which the focus pull focuses on Dave first and then a suspect he narrates about.

The next scene is an over-the-shoulder shot in which Dave is seen drawing in class of a dinosaur; emphasising that he in his own little world, which also shows that he is different to everyone else as he has to look after his younger brother. There are back and forth medium-wide shots between the teacher and the class as the diegetic sound of dialogue is exchanged. There is a tracking shot of the teacher as the diegetic sound of dialogue is heard; emphasising that she is in charge.

In the next scene, the audience sees a medium-wide shot as Dave and a friend comes out of a pair of doors in the school playground, which is accompanied by the diegetic sound of dialogue. There is a low angle shot of Dave as it empahsises that Ben has to look up to Dave as Dave looks after him in which it cuts to a high angle shot of Ben, which emphasises his vulnerability as he learns that he has to get back home himself as Dave states that they have not been 20metres apart from each other.

In the next scene, there is a medium-wide shot of Ben as he holds onto the front seat of the bus looking vulnerable. The non-diegetic sound of score in the background sounds quite eerie, empahsising that Ben is quite scared. There is bad behavior from the school kid in the back in which the sound fades, emphasising that it is a lot for Ben to take in. Then there is a slow motion of Ben, showing that he is in distress due to this experience of being alone in an environment that he is not used to without his brother or family.

Organising research into the film chain-Kingsman:the secret service

Kingsman:the secret service

Production    
Studio-Marv Films
Producer-Matthew Vaughn, David Reid and Adam Bohling
Director-Matthew Vaughn  
Idea-Comic spy book 'the secret service'- Mark Millar and Dave Gibbons
Technologies-special effects, visual effects

                                                                               
Distribution 
Distribution company-20th century fox
Release-wide
Global distribution
Distribution format
Technologies used to distribute-TV, radio, social media


Marketing 
Budget for marketing-$81million
Online and offline marketing strategies-interactive website,merchandise
Timings for campaign-
Target audience-15-25
Global campaign
Technologies used to market film-interactive website, TV advert,social media

Exchange
Release date-jan 24th 2015
Release-wide

Organising research into the film chain-Jurassic world

Jurassic world

Production    
Studio-Universal studios
Producer-Frank Marshall and Patrick Crowley
Director-Colin Trevorrow      
Idea-Amanda Silver and Rick Jaffa
Technologies-3D,animatroics dinosaurs

                                                                               
Distribution 
Distribution company-Universal pictures
Release-wide
Global distribution
Distribution format
Technologies used to distribute-TV, radio, social media


Marketing 
Budget for marketing-$150million
Online and offline marketing strategies-
Timings for campaign
Target audience-12 to 24
Global campaign
Technologies used to market film-TV, social media

Exchange
Release date-12th June 2015
Release-wide